The Value of Tourism - Video Campaign

The Value of Tourism is an initiative developed by the Tourism Industry Association of BC - “The Voice of the BC Tourism Industry” for tourism industry professionals to use when presenting and communicating the value of tourism in British Columbia to various audiences such government officials, community groups, and other interested parties.

The Goal: Convey a new narrative of BC’s visitor economy illustrating the benefits of those components that extend beyond our tourism assets, attractions and guest experiences, and into the community.

The Creative Brief:
Create video vignettes from across the province’s 6 regions, using new interview footage shot locally as well as work with video teams from across the province to produce a full suite of videos - ranging from 30 seconds to 3 minutes and feature the entire province.

Working with Tom Stulberg of Loungeworks as producer, we created this comprehensive campaign of video material for the tourism industry. Our challenge to bring together a new concept, develop a “Value of Tourism” sub-brand to visually identify and reinforce the link with TIABC, but remain distinct from the organization, as well as appeal to a broad audience was met, and the style was borrowed into the future to illustrate the concept moving into further iterations of the project.

Watch the final video series on TIABC’s Youtube channel - featuring six topics listed below, as well as the hero video, The Value of Tourism to British Columbia.

• The Value of Tourism to BC’s Communities

• The Value of Tourism to Diversity & Inclusion

• The Value of Tourism to Reconciliation

• The Value of Tourism to Sustainability & the Environment

• The Value of Tourism to Accessibility & Inclusion

• The Value of Tourism to BC’s Workforce

Client: Tourism Industry Association of BC - Walt Judas

Producer: Tom Stulberg, Loungeworks Inc.
Creative Director: Erica Hardwick, digitalglitter creative
DOP/Video Editor: Dave Koskela, Silverstone Media
Audio Engineer/Sound Editor: Alan Baedak, Words, Pictures & Music Media Inc.
Motion and Graphic Design: Erica Hardwick, digitalglitter creative